Lactose Intolerance people still need milk!!!!!

Change perception of lactose-free milk.
Identify opportunities to increase lactose-free milk consumption, encourage use and grow the lactose-free category.
Address myths and misperceptions of lactose-free milk related to its nutritional value and taste and show that lactose-free milk is “real milk”.
Many individuals with real or perceived lactose intolerance avoid dairy and thus fail to take in adequate amounts of calcium, vitamin D and other essential nutrients, according to a National Institutes of Health consensus report. This avoidance may predispose them to decreased accrual of bone mass and subject them to increased risk of osteoporosis and other adverse health outcomes. In most cases, individuals do not need to eliminate dairy consumption. “There is a huge opportunity to change attitudes and strategies and make sure people who are lactose intolerant are aware of dairy-first solutions,” says Jim Layne, vice president of Dairy Management Inc.’s, strategic initiatives team. “ Moovision.com is a light-hearted approach that gives people a platform to talk about a very personal condition. We want to engage them, retain them and give them the chance to reach out to other people.”